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B2B Marketing People Awards: Meet the finalists for 'Creative team or individual of the year'

June 13, 2017

United Kingdom

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Without the creatives, B2B marketing would be a pretty dull place. Jess Pike finds out why these four People Awards creative finalists so deserve to be in the running

Category 5: Creative team or individual of the year

As you'd probably expect, this award recognises a creative individual or team who have excelled more than any other during the past 12 months. Our shortlist have all demonstrated how they deliver consistent creative excellence for multiple campaigns or programmes, either for a single brand or multiple brands. Check out their biggest achievements below.

Matthew BurrowsArt directorDigital Radish

What does he do?As Digital Radish’s art director, Matty not only leads the creative department but has also launched and pioneered the branding offering of the agency over the past two years. In his spare time, Matty has founded his own business, Look! A Book!, creating personalised books for children that take readers on both an educational and moral journey.

Big achievementsMatty was responsible for launching the branding arm of the agency, opening up new and exciting opportunities for both the agency and clients. Now, 14% of Digital Radish’s revenue comes from branding, and it has significantly contributed to the 56% revenue growth the agency has experienced over the past 12 months. Matty has also developed the brand and designed the website and app for When You Move, a law firm looking to modernise a traditional industry. This branding, which needed to be fresh and dynamic to reflect their mission, formed the foundation for their launch campaign, a multi-channel creative offering that generated £197,000 in revenue in the first three months, and won a B2B Marketing Award at last year’s ceremony.

What does he do?Running a small in-house design and marcomms team, Brian's responsible for earning audience attention and converting that attention into new leads and positive brand sentiment.

Big achievementsPaying homage to Ocean’s Eleven, Brian’s team recently created ‘heist movies’ to breathe new life into legal thought leadership. For less than £50k, the campaign has thus far generated more than 260,000 content views and coverage in national media, as well as a significant income stream. And inbound leads are up a massive 75% versus the previous year. Plus, in the last 15 months, Brian has hosted or spoken at 15 events for fellow B2B professionals, shared marketing tips via BiteSizedMarcomms.com, and has won Twitter’s most popular daily creative challenge (@OneMinuteBriefs) 75 times.

Ve Interactive design teamVe Interactive

What do they do?Starting as a cosy collective of creatives back in 2011, this vibrant in-house team has developed into an all-action operation that has set the company apart through the innovative flair they instill in both client campaigns and in-house output.

Big achievementsVE Interactive's crack team has created a number of content hubs to creatively showcase content marketing campaigns surrounding red letter days on the industry calendar. These content hubs successfully boosted new traffic by a factor of 10 on average, generating many leads in the process through encouraging greater visitor engagement with exciting design. To top it off, the team has successfully developed a template for international offices to follow – galvanising brand affinity and continuity on a global scale.

Reuben WebbCreative directorStein IAS

What does he do?Reuben, the newly appointed chief creative and values officer, is well known for his stance against clichés and the fact that he’s always been prepared to put his head above the parapet and champion the cause of B2B creativity.

Big achievementsIn his book 101 Clichés, Reuben challenged the industry to face uncomfortable facts. He toured the world with his Cliché Addicts keynote: ‘Take your clichés round the back of the barn and blow their goddam brains out.’ This year he stuck his neck out further and made Cliché Killers: The Movie.

In 2016, The Drum dedicated a content branch to B2B in 2016 and recruited a firebrand B2B personality to lead its launch: Reuben. They commissioned Reuben to produce an online series and movie-length premiere to explode onto the scene at the ANA/BMA conference in Chicago. Reuben agreed to be cast as the ultimate Cliché Killer in the guise of well-known movie mayhem figures like Jack from The Shining. Reuben’s ANA/BMA 16 presentation, Marketing with Guts, showed the way to kill clichés and develop groundbreaking B2B creative work by trusting your intuition.

Unleash your beasts, answer the call, and gather for a wild night of feasts and festivities to celebrate the world’s best B2B marketing. The B2B Marketing Awards will take place on 23 November 2017. The biggest B2B event in Europe, celebrating some of the wildest most outstanding work, talent and achievements across the B2B marketing industry.